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The Business Times: Views from the Top

This week topic: How might businesses build brand loyalty and keep customers in today's marketplace?

''Maintaining intimacy with the customers is the key to retaining brand loyalty. Just as in a marriage, companies have to kindle the affiliation that initially brought the customer to them - keeping in touch; keeping them informed of developments; reassuring them of the value they are getting vis-a-vis their other options and making them feel special with random acts of love, be it through special promotions or privileges.

In B2B relationships, it is necessary for companies to ensure that relationships transcend a single employee or sales person to the entire organisation. Our customers are our partners in business; and as long as they feel that way, they will never leave.''

Sujith Sivaram

Managing Director of ESCO



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